How are You Not Running a Paid Search Campaign for Your Dealership Yet?

While there is a good chance that your dealership is currently running a Paid Search Campaign, there are still (surprisingly) a good portion of dealerships that aren’t.

There can be many reasons for deciding not to: lack of marketing dollars, lack of expertise, lack of knowledge, lack of time, etc.

Nowadays, it goes without saying that businesses have a plethora of digital marketing options to choose from, but I’d like to make my case on why dealerships can’t afford not to be running a paid search campaign. Continue reading “How are You Not Running a Paid Search Campaign for Your Dealership Yet?”

Autonomoose – Blackberrry’s self-driving car

Blackberry has just re-positioned themselves in the global marketplace. The longtime manufacturer of mobile phones is now shifting its focus and recently launched a new research center to develop self-driving cars.

autonomoose

Blackberry obtained the green light from Canadian authorities to test Ford’s Lincoln vehicles equipped with stand-alone driving software – a pilot project dubbed Autonomoose. Blackberry also signed an agreement to work directly with the automaker, which plans to launch their autonomous vehicles for car-sharing by 2021.

While Blackberry believes that it will take time for autonomous vehicles to be fully operational, this announcement demonstrates the appetite of computer giants to enter the automotive sector, as computer software and hardware are very likely to be key elements to the car of tomorrow. In fact, for many, this news may come as no surprise, as technology companies such as Google and Apple have already confirmed that they too are working on self-driving cars.

Luckily, the automobile division of Blackberry already boasts 400 employees, having already developed software currently embedded in vehicles. With safety and security at the forefront of self-driving car development, Blackberry’s high standard of security may give them a competitive advantage consumers seek. No matter the company, it’s great to see strides and significant financial contributions being made in the automotive space.

WHY SHOULD CHRYSLER DEALERS USE STRATHCOM?

Strathcom Media is one of a few Chrysler Digital Certified Providers in Canada, but what makes us the number one online advertising provider for your dealership?2017-Chrysler-300

We are a recognized Canadian Premier Google Partner. Why is working with a Google Partner better?

Google Partners are well-versed in all things AdWords and must continuously meet Google’s standards to maintain partner status. Being a Premier Google Partner means Strathcom employees have certifications that are current and they are on top of the rapidly changing developments in Paid Search. This means we offer a competitive advantage to our clients and that you are receiving the highest quality customer service.

Being a Premier Google Partner also allows Strathcom to test Google’s beta features. When Google releases a new application or update, Strathcom gets to take part in beta programs before it is available to the general public.  This means that your dealership can leverage the advantages gained by using Google marketing features before your competition even has access to it!

Google encourages ongoing experimentation and requires Strathcom to demonstrate that we are actively doing split testing on ads to ensure the use of different keywords and messaging. A Google Partner that doesn’t continue to maintain Google’s standards can have their badge removed.

We are also a Facebook Preferred Marketing Partner, which – similar to being a Premier Google Partner – means that we have access to more insights and access to more training from Facebook. In fact, on December 3, we will be co-hosting a webinar with Facebook to discuss ways that Chrysler and other FCA dealers can take advantage of the slick tools that Facebook has to offer. If you are a Chrysler dealer, you can register for this free webinar here. If you are not a Chrysler dealer, we will be hosting Facebook webinars with other OEMs in the future, so stay tuned!

2017-chrysler-pacifica-first-drive-review-car-and-driver-photo-665923-s-450x274Aside from being a Premier Google Partner and a Facebook Partner, what sets Strathcom apart from other companies? First, Strathcom is focused exclusively on the Canadian automotive industry. Our knowledge and experience gained in this industry over the years allows us to know firsthand how advertising online has changed and we have adapted with it. With our knowledge, we can help you improve the results you are getting online, get an edge online in the  automotive industry, generate more leads and increase your brand awareness.

We also offer transparent monthly reporting on account performance, such as impressions, clicks and conversions. Our Paid Search analysts hand write a monthly report which outlines achievements and recommendations for your account. Reporting data is pulled directly from your Adwords and Google Analytics accounts – which you will also have full access to!

The best part? We are a Chrysler Digital partner that can help you claim co-op dollars through online advertising. Not sure what you need? Work with us to customize a campaign to your dealership. Mix and match Social Media, Search, Display, Remarketing, and even Hyper (re)Targeting packages until you get exactly what you want.

For more information, please visit: http://www.strathcom.ca/chrysler/ and register for our Facebook Webinar for FCA Dealers.

La dernière nouveauté de Google : L’extension Click-to-Message.

Plus tôt cette année, Google a annoncé une nouvelle fonction bêta qui permet aux annonceurs de développer leur stratégie d’acquisition multicanale avec une fonction SMS.

Selon Google Consumer Survey, 65% des clients préfèrent se renseigner sur un produit ou service par le biais d’un message. Par conséquent, ce ne fut qu’une question de temps avant qu’une telle extension soit développée. Après quelques mois de tests, Google déploie actuellement l’extension click-to-message.

Lorsque l’internaute clic sur l’icône, l’extension ouvre une application SMS qui permet d’envoyer un message directement à l’annonceur. Cette extension permet également à l’annonceur d’afficher un texte pré-remplis à partir du clic, réduisant l’effort requis par l’utilisateur.

Atteindre le bon client, au bon moment, sur le bon canal numérique. C’est le défi que doivent relever les concessionnaires automobiles.

Aujourd’hui, les chiffres révèlent que les consommateurs veulent pouvoir contacter une entreprise par SMS. Cette fonctionnalité est donc capitale pour s’adresser et mieux communiquer avec vos clients mobiles. Qu’attendez-vous ? Développez votre relation-client grâce au click to message !

click-to-message

La personnalisation : L’avenir du marketing, c’est maintenant !

En tant que millénaire, je peux dire que je fais partie d’une génération de gens qui aiment se faire reconnaitre. Après tout, nous sommes accros aux recommandations personnelles de Netflix et nous aimons voir nos prénoms inscrits sur nos gobelets de Starbucks. On pourrait dire que ces tactiques rentrent dans la notion de « ma marque à moi ».

Voici quelques statistiques :
• Selon une étude réalisée par Janrain, 74% des personnes se sentent frustrés lorsque les sites Web présentent du contenu, des offres ou des annonces qui ont rien à voir avec leurs intérêts.
• 62% des personnes âgées de moins de 34 ans sont prêts à partager leur emplacement en échange d’un contenu plus pertinent.
• 40% des consommateurs vont favoriser le détaillant qui personnalise l’expérience d’achat sur tous les canaux.

personnalisation_image

Que ce soit du texte, des images, ou même des vidéos, plus vous présenterez du contenu personnalisé à l’utilisateur, plus le contenu sera pertinent pour l’utilisateur. Voici quelques exemples d’entreprises qui rendent la vie des internautes plus facile en ligne en offrant une expérience utilisateur personnalisée :
– Netflix : en analysant les comportements et visites passés, Netflix recommande des films et de séries télévisées en fonction des comportements observés lors de visites passées.
– Amazon : La page d’accueil est personnalisée en fonction de nos dernières visites et nos plus récents achats sur le site.
Alors, pourquoi ne pas utiliser les données récoltées sur les utilisateurs afin de personnaliser leur expérience future sur le site ?
Les tactiques de personnalisation n’ont jamais été aussi à la portée des concessionnaires. Aujourd’hui, les concessionnaires de toute grandeur peuvent se permettre de développer des expériences personnalisées sur le web. Vous êtes maintenant en mesure de personnaliser les images, les vidéos, la messagerie, et les appels à l’action, en fonction de l’inventaire consulté par l’utilisateur.

Par exemple, lorsqu’un acheteur potentiel visite le site pour une première fois, les éléments proposés en page d’accueil sont publiés en fonction de ce que la majorité des gens aiment. Cependant, lorsqu’il revient sur le site, vous avez la possibilité de transmettre un message lié au goût de cet acheteur.

Hypothétiquement, si cet acheteur potentiel est un étudiant à la recherche de véhicules à un prix inférieur à un montant donné, vous pouvez personnaliser l’image sur la page d’accueil pour cette personne et inclure de la messagerie telle que « vérifier nos véhicules de moins de 10 000 $».D’autre part, si l’acheteur potentiel regarde des véhicules plus luxueux et haut de gamme, vous pouvez publier des images qui mettent en valeur les détails de luxe du modèle et utiliser un texte tel que « Seulement 2 en stock ! » pour tirer parti de leur peur de manquer leur chance.

Maitrisez-vous une personnalisation de contenu pour obtenir et fidéliser les clients ? Pour franchir une prochaine étape, mon prochain blog portera sur un niveau supérieur de personnalisation, soit le Geofencing. Ceci est une autre façon dont nous pouvons personnaliser votre site.

DÉPÊCHEZ-VOUS ET LISEZ CE BLOG! CE BLOG NE DURERA PAS LONGTEMPS!

Nous savons que les concessionnaires et les manufacturiers automobiles utilisent des tactiques psychologiques dans le but de nous faire agir et de générer plus de ventes. Les concessionnaires veulent générer une réponse émotionnelle auprès des clients plutôt qu’à encourager un comportement rationnel car, ces tactiques psychologiques influencent nos décisions d’achats et contribuent à accroitre les bénéfices de l’entreprise.

Une tactique courante est l’utilisation des nombres se terminant par 9. Par exemple, un produit vendu à 99 cents au lieu de 1.00$ paraît bien meilleur marché. Nous regardons le 0.99$ de manière émotionnelle au lieu de calculer les chiffres d’une manière rationnelle.

Sans entrer dans les détails scientifiques, ces tactiques découlent d’une évolution sur plusieurs milliers d’années et d’une époque où l’accès à un repas était la différence entre la vie ou la mort. Je vous renvoie aux deux livres qui vous apprennent comment tirer parti de la neuroscience : influence: The Psychology of Persuasion écrit par Robert Cialdini et Neuromarketing écrit par Patrick Renvoise.

Une manière dont nous utilisons la neuroscience en ligne consiste à utiliser un outil que nous appelons le Vendeur Silencieux.

Lorsqu’un utilisateur visite une pièce d’inventaire dans laquelle il est intéressée, le Vendeur Silencieux lui communique combien d’autres personnes sont intéressées dans ce véhicule ainsi que combien d’enquêtes ont été faites sur ce véhicule. Plus ce véhicule reçoit de l’intérêt, plus l’utilisateur va vouloir agir à ce sujet. Plus ce véhicule reçoit d’enquêtes, plus il déclenche le cerveau à agir par crainte de manquer leur chance.

Vendeur Silencieux

Une petite fonctionnalité avec beaucoup de puissance psychologique.

 

 

Why Honda Dealers Should Choose Strathcom Media

So, you have decided to have work done on your website or online marketing. But who should you leave in charge? Many dealers figure they’re going to wind up with the same end result no matter the provider. Wrong! Value is what counts, and we are proud to offer just that to our Honda and Acura dealers across Canada2017 Honda Accord Sedan

If you are unaware, we have been working with Honda and Acura Canada for the past 7 years on the Power Honda and CUV program and sending your certified used inventory to a number of different portals.

Our expertise in website design, online advertising, dealer tools, inventory management and much more makes us confident we can help you improve the results you are getting online. Why are we so confident we can help Honda dealers? It’s simple, we have proven ourselves to be a valued partner to Honda and a number of Honda dealers for over 17 years.

Here are a number of other benefits that Strathcom can offer you as a Honda or Acura dealer

Honda CivicStrathcom Media works with Honda to build websites that meet your brand guidelines, making it a smooth experience to develop a website that stands out and converts. You can also increase your online exposure through Strathcom as we can send your inventory to over 70 automotive and media portals across Canada.

Strathcom offers DMS automation and we are a Reynolds and Reynolds certified provider. If that doesn’t sound familiar, this means we can take the information from your DMS and drop it right into the back end of our easy loader market platform where you can adjust pictures, pricing and descriptions very easily.

If you are contemplating entering the online advertising world, or you’re not sure if your money is going to the right place, we can offer you a free online advertising review and we can develop a tailored strategy for your area. We would be happy to audit your campaign and let you know what’s working well and the opportunities available to you to improve your results.

Give us shout, we would be happy to sit down with you and answer any questions you might have!

Amazon launches Amazon Vehicles

We are experiencing a new chapter in the world of automotive distribution with the launch of Amazon’s new online car shopping tool, Amazon Vehicles.

Amazon Vehicles can be regarded as a giant car configurator and data bank where all vehicles from the U.S. market from 1996 to 2017 are referenced.

Visitors have the ability to do a multitude of things. Each model of each brand:

  • Can be configured (finishes, versions, engines, colors)
  • Can be added to the visitors “garage”, grouping all saved configurations by the user.
  • Can boast a complete datasheet with all manufacturer’s suggested retail prices

 

Amazon Vehicles vehicle listing Continue reading “Amazon launches Amazon Vehicles”

Geo-Fencing vs Geo-targeting

geo-conquestingThe terms Geo-Fencing and Geo-targeting, are increasingly being used, but are not clearly being explained and differentiated. We decided to shed some light on these two similar, but distinct terms.

Definition of Website Geo-Fencing
Geo-Fencing is essentially a virtual perimeter that you can draw around any location on a map to deliver dynamic content to visitors – it is a form of website personalization.

Great! So, Geo-Fencing = personalization. So, what does this mean for dealers? This means that dealerships can generate personalized content in real time based on where their visitors’ IP addresses are registered. Since we know where your visitors are physically located, we can leverage this information to provide visitors with personalized videos, photos, text, and calls-to-action that are relevant to them. This will ultimately provide your buyers much more value from their visit.

Continue reading “Geo-Fencing vs Geo-targeting”

Auto Service, Maintenance & Repair in Canada: Google Webinar Recap

Strathcom had the privilege of attending a webinar recently put on by Google and Mintel that focused on the issues and opportunities that exist for Canadian dealerships’ parts and service departments. Here are some key takeaways from Buddy Lo, Automotive Analyst at Mintel.

parts & service department

The Issues

Canadians seem to be a little neglectful when it comes to vehicle maintenance! Mintel’s report shows that 19% of consumers bring their vehicles in for service just once or twice a year. Further to this, only 17% bring in their vehicle when there is an immediate problem. Whether it be financial barriers, scheduling barriers, or other barriers, consumers seem to be very hesitant to bring their vehicle in regularly.

There is also a strong presence of DIY (Do It Yourself) customers. About 10% of customers perform basic maintenance service on their own.

The Opportunities

  • Recent vehicle sales are up
  • Future sales projections are up. As millennials now represent 21% of the Canadian population, they are the most likely generation to purchase a new vehicle

This represents a great opportunity for service departments as these recent and future vehicle sales need to be serviced.


How to leverage this opportunity? What should dealerships focus on?

No surprises here…offering good customer service is a must. According to the findings, key components of exceptional service include:vehicle maintenance and service

  • Decreasing waiting periods
  • Having a mechanic or a repairman available
  • Offering free shuttle service
  • Offering a complimentary loaner car
  • Seamless spending: Assuring the shortest possible purchase path – challenge the convention with mobile technology and craft a payment process that makes it easy for the consumer
  • Making it easy to book an appointment – ask yourselves what prerequisite information is actually required. Are there ways to decrease the length or forms to make it more likely for consumers to submit the booking online?
  • Help owners track cost of ownership

Other ways to generate business from these opportunities include:

  • There is space for the service industry to leverage referral business generation. For example, UBER leverages digital referrals by offering a bonus to those that make the referral and those that receive the referral. Possible rewards could include a free car wash, or a discount, for example.
  • Consumers are also looking for tools that provide the reward / punishment system to help them better themselves. For example, just like Fitbit badge, digital achievements are acquired for achieving objectives.
  • Drive organic traffic by taking photos of your service and tagging photos to drive awareness among your customers’ networks. This is a great way to establish and expand on relationships on the digital space.
  • Attract the DIY customer by providing a high-level service class. This will facilitate relationship-building and rapport with the consumer.
  • The DIY customer can also be more price sensitive. Counter this by offering time sensitive promotions while the service bay isn’t heavily occupied.
  • Leverage YouTube advertising as DIY customers often consult YouTube for instruction on how to maintain their vehicle.
  • Perform efficient mobile marketing that will drive traffic with location based, long-tailed keywords
  • Customer service is still king: repeat business relies on good customer service

For more information, give us a call today! And for access to future webinars, subscribe to our newsletter!